HNC Marketing Communications/HND Marketing

HNC Marketing Communications/HND Marketing

Higher National qualifications provide practical skills and theoretical knowledge that meet the needs of employers. The HNC in Marketing Communications (SCQF level 7) develops knowledge and skills in areas such as marketing theory and practice, advertising and PR, and using digital and social media (including analytics, search engine optimisation etc). The HND in Marketing (SCQF level 8) builds on the knowledge and skills of the HNC, and also covers traditional and digital marketing research, brand management; marketing analysis, planning and sales.

These qualifications cover areas such as marketing principles and planning; advertising, PR, digital and social media; marketing research, website and content development; use of analytics; brand management; consumer behaviour; sales and integrated marketing communications.  

The qualifications are available through colleges. Typically, an HNC takes one year to complete and an HND takes two years.

Why deliver this qualification

Higher National qualifications have been developed by SQA in partnership with colleges, universities and industry ¿ so employers recognise that they provide sound evidence of ability.

The unit-based structure supports flexibility. A unit is typically 40 hours of timetabled learning.

There is a wide choice of optional units, which will enable centres to offer courses tailored to meet local needs. These include international marketing; managing marketing resources, marketing relationships as well as management and business units.

This HN provides progression routes to further study (see Progression).

Who does this qualification suit

The HNC in Marketing Communications and HND in Marketing are suitable for a wide range of candidates including:

  • school leavers
  • adult returners to education
  • individuals in employment who wish to enhance their career prospects
  • people who wish to start their own business

Access

As with all SQA qualifications, entry is at the discretion of the centre. Examples of formal entry qualifications include

  • Relevant National Qualifications or National Qualification Group Awards at SCQF level 5 or 6.
  • Any two National Qualifications at Higher level (preferably including Higher English) together with three National 5 passes.
  • Appropriate groupings of National Units, for example those focusing on marketing, market research, advertising, media studies or general business studies.
  • An SVQ at SCQF level 5 or above in a relevant area.
  • Different combinations of National Qualifications, Vocational Qualifications and equivalent qualifications from other awarding bodies in relevant areas.
  • For learners where English is not their first language, it is recommended that they possess English for Speakers of Other languages (ESOL) at SCQF level 5 or an overall score of 5.5 in IELTS.

Progression and employment

Learners who achieve an HNC in Marketing Communications (GN5H 15) can progress to the HND in Marketing (GN5J 16).

HNCs and HNDs can provide progression to degree-level study. The HNC in Marketing Communications and HND in Marketing can provide entry variously into the second and third year of degree programmes. Some university degree programmes require specific subjects to be included in the award - for example, economics, finance, or management subjects. These HN qualifications provide a range of optional units to accommodate these requirements. Other universities will consider entry on an individual basis.

The unit options of these HN qualifications allow successful learners to prepare for a career in a number of related sectors, such as marketing, advertising, public relations (PR), sales administration; event management and customer service.

Higher National qualifications also provide the knowledge and understanding required for related Vocational Qualifications. For example, Diploma in Digital Marketing at SCQF levels 6 or 8, or SVQs in Customer Care; Retail, Event Management etc

Successful learners could also progress to qualifications from a range of professional bodies in this area, eg

  • Certificate and/or Diploma and/or Digital Diploma in Professional Marketing (CIM)
  • Diploma in Digital Marketing (CAM)
  • Institute of Direct and Digital Marketing (IDM) qualifications

What you'll learn - HNC Marketing

The HNC Marketing is designed to equip you to start a career in marketing or progress to degree/professional qualifications in marketing or marketing related areas. It will enable you to develop the skills to enter introductory/junior level roles in private and public organisations, where there are job opportunities in both in-house departments and specialist marketing, market research, selling and promotion agencies.

You will develop knowledge and skills in marketing theory and buyer behaviour as well as in the main operational areas such as marketing research, digital marketing communications, promotion and selling.

You will also develop your research, analysis and planning skills.

Employment and progression opportunities

Achievement of the HNC Marketing, you may be able to to gain employment at an introductory / junior level in: Marketing, Sales Administration, Market Research, Public Relations, Selling, Direct Marketing, Advertising, and Events Management in both in-house departments and specialist agencies across the private and public sectors.

There are routes from HNC and HND in Marketing variously into 2nd and 3rd year of degree programmes. Whilst the range of degree courses on offer can change from year to year, entry usually depends on a satisfactory UCAS reference and the grade received for the Graded Units. Typical relevant degree courses include:

  • BA in Marketing Management from Queen Margaret University College, Edinburgh
  • BA in Marketing (plus other combinations) from Strathclyde University, Glasgow
  • BA in Marketing; BA in Media and Communications; and BA in International Retail Management from Glasgow Caledonian University
  • BA in International Marketing (plus other combinations) from West of Scotland University, Paisley
  • BA in Management with Marketing from Robert Gordon University, Aberdeen
  • Range of combined degrees, eg in Marketing; Business Studies; Advertising; and Communications from University of Ulster

Furthermore, you could also progress to professional qualifications. The Chartered Institute of Marketing (CIM) has four main qualifications:

  • The Introductory Certificate in Marketing
  • The Professional Certificate in Marketing
  • The Professional Diploma in Marketing
  • The Professional Post-Graduate Diploma in Marketing

Entry

As with all SQA qualifications, entry is at the discretion of the centre. Examples of formal entry qualifications include:

  • appropriate groupings of National Units, for example those focussing on advertising and PR, media studies or creative technology
  • any two National Qualifications at Higher level (preferably including English) together with three National 5 passes
  • an SVQ at level 2 or 3 in a relevant area
  • different combinations of relevant National Qualifications, Vocational Qualifications and equivalent qualifications from other awarding bodies may also be acceptable
  • relevant work experience (which could be established through a written application or one-to-one interview etc)
  • for candidates where English is not their first language it is recommended that they possess English for Speakers of other Languages (ESOL) level 5 or a score of at least 5.5 in International English Language Testing System (IELTS)

HND Marketing - What you'll learn

The HND Marketing is designed to equip you for a wide range of marketing careers. It will enable you to develop the skills to enter junior /trainee roles in private and public organisations, where there are job opportunities in both in-house departments and specialist marketing, market research, selling and promotion agencies.

You will develop skills and knowledge in a wide range of marketing and marketing-related areas such as:

  • Marketing concepts and principles
  • Promotion
  • Marketing communications, including digital marketing communications
  • Marketing research
  • Marketing relationships
  • Customer profiling
  • Selling/sales
  • Brand Management
  • Managing marketing resources

You will also develop your research, analysis and planning skills. You will have opportunities to develop the Core Skills of Communication, Information Technology, Numeracy, Problem Solving and Working with Others at SCQF Level 6.

The award links with the new National Occupational Standards (NOS) in Marketing

Employment and progression opportunities

The Marketing HND will equip you with the skills you will need for employment in marketing (or marketing-related) roles at a trainee, introductory or executive level - or to progress to Higher Education (eg degrees in marketing, communications, media etc) Possible job roles include: Marketing, Sales Administration, Market Research, Public Relations(PR), Selling, Direct Marketing, Advertising, Customer Service and Events Management.

There are routes from the HND in Marketing into Year 1 or Year 2 of degree courses. Whilst the range of degree courses on offer can change from year to year, entry usually depends on a satisfactory UCAS reference and the grade received for the Graded Units. Also you need to carefully consider the optional Units you take to ensure you meet the entry requirements for the particular degree. Typical relevant degree courses include:

  • BA in Marketing Management from Queen Margaret University College, Edinburgh
  • BA in Marketing (plus other combinations) from Strathclyde University, Glasgow
  • BA in Marketing; BA in Media and Communications; and BA in International Retail Management from Glasgow Caledonian University
  • BA in International Marketing (plus other combinations) from West of Scotland University, Paisley
  • BA in Management with Marketing from Robert Gordon University, Aberdeen
  • Range of combined degrees, eg in Marketing; Business Studies; Advertising; and Communications from University of Ulster

Furthermore, you could also progress to professional qualifications. The Chartered Institute of Marketing (CIM) has four main qualifications:

  • The Introductory Certificate in Marketing
  • The Professional Certificate in Marketing
  • The Professional Diploma in Marketing
  • The Professional Post-Graduate Diploma in Marketing

Entry

As with all SQA qualifications, access to the award is at the discretion of the centre. However, in the main, candidates for the HND in Marketing are required to have gained the HNC Marketing mandatory Units (9 credits) plus between 3 - 6 credits from the optional Units. Examples of appropriate entry qualifications for the HNC Marketing are:

  • appropriate groupings of National Units, for example those focusing on advertising and PR, media studies or creative technology
  • any two National Qualifications at Higher, together with three National 5 passes
  • an SVQ at level 2 or 3 in a relevant area
  • relevant work experience

Approval

Centres with devolved authority for approval should use their own internal approval process.

Centres without devolved authority must come forward for approval and should contact SQA's Business Development Team for guidance.

Assessors and verifiers must be able to meet SQA's general requirements for technical/occupational competence as outlined in the Systems and Qualification Approval Guide.

How to assess

Each individual unit specification gives detailed information on the evidence requirements and approaches to assessment for each unit.

A wide range of interesting ongoing course assessments will apply, such as presentations; projects; responses to case studies/clients' briefs and production of marketing plans. 

Assessment/e-assessment support packs are available for these qualifications.

Where can you take this course?

Ushare open learning resources

Qualification content and delivery tools

Current

Qualification Structure

HNC in Marketing Communications

Group Award code:  GN5H 15 (96 SCQF credit points)

HNC in Marketing Communication at SCQF level 7 consists of eight mandatory SQA credits (64 SCQF credit points) and four optional SQA credits (32 SCQF credit points).

HND in Marketing

Group Award code: GN5J 16 (240 SCQF credit points)

HND in Marketing at SCQF level 8 consists of 17 mandatory SQA credits (136 SCQF credit points) and 13 optional SQA credits (104 SCQF points).

Group Award Specification

Qualification Verification Summary Reports

CPD resources

Lapsing

These Group Awards have been replaced by HNC Marketing Communications (GN5H 15) and HND Marketing (GN5J 16).  GC81 15 and GC83 16 will lapse on 31/07/2019 and finish on 31/07/2022 and 31/7/2023 respectively.

Group Award Specification